Earlier this month, Apple began cracking down on some of the methods developers use to monetize their apps, rejecting some apps that offered rewards for viewing videos and sharing content on social networks.

Developers were understandably upset about this policy change, as offering opt-in ads in the form of rewards for video watching provided a way to generate revenue without significantly disrupting gameplay. Providing in-game currency, extra lives, or another incentive for watching an advertisement has become common in freemium games.

Apple now appears to have reversed course on its decision to reject apps for using these promotional methods, with TechCrunch noting that Apple has ceased rejecting apps for using incentivized ads and has changed its opinion on some previously rejected apps.

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Now we're hearing that things have changed.

Sources in the video ad industry have reported that app rejections related to this matter have now declined, indicating the policy is being rolled back.

We're also hearing that some of the initial, and more worrisome, rejections are being undone -- that is, the apps are being allowed back in the App Store.

While Apple is allowing developers to continue to offer an in-app reward for users who watch a video or post about an app on social media, the company is still rejecting apps that offer incentives to users for reviewing an app, rating an app, or downloading another app, as reviews and ratings can affect an app's position on the Top Charts.

Manipulating the App Store charts is explicitly forbidden in Apple's app guidelines under rule 3.10, which states that developers who attempt to "manipulate or cheat the user reviews or chart ranking in the App Store with fake or paid reviews or any other inappropriate methods" can be removed from the Developer program. Thus, under Apple's new rules, developers appear to be able to allow users to watch ads for other apps, but are unable to encourage users to download those apps.

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Basically, developers are fine to reward viewing video ads, whether for their own apps, those belonging to others, or brand ads, but they can't reward anything that also has a direct download piece to it.

This change will likely be a relief to developers who rely on such incentives to promote their apps to a wider audience. iOS 8 is will also bring several changes to the App Store that will help increase app discovery, including an improved App Store search algorithm, an "Explore" feature that makes it easier to find apps, and app bundles that offer several apps together for a discounted price.

I for one like some of these creative ways in which freemium developers can monetize their apps, and wasn't understanding Apple's initial resistance. If people don't like the way an app generates revenue, then they don't have to use those apps. It didn't make sense for Apple to reject these apps just because some people don't like them.

Well that didn't last long at all. I was hoping this was the start of a much needed change so this is disappointing news indeed.

"Basically, developers are fine to reward viewing video ads, whether for their own apps, those belonging to others, or brand ads, but they can't reward anything that also has a direct download piece to it."

That's a good correction. The initial change was a bit too draconian. What's wrong with opting in to watch an ad?

Even if the change wasn't draconian, it still underscores the fundamental problem with Apple's App Store policies. They are arbitrary, and Apple changes them far too easily, without any notice.

Apple needs to have a well laid out process which potentially includes a developer input step so a dev doesn't wake up in the morning having quit his day job based on the sales of his app in the past year, only to find Apple has yanked his app from the store.

what next, knives forks and spoons that give you an electric shock unless you listen to an add mid meal

ads are bloody everywhere

Developers have to make money or you wouldnt have good apps. Look at where the app store has come in 6 years. Apps were expensive and the free ones were bad at the start. Take away the money and the good talent will develop for something else...

The app store feels like a flea market now. It has thousands of incredibly bad apps trying to deceive people into giving them a top position in the charts, with clone after clone, while the very few really good apps get lost in the sea of mediocrity.

Developers have to make money or you wouldnt have good apps. Look at where the app store has come in 6 years. Apps were expensive and the free ones were bad at the start. Take away the money and the good talent will develop for something else...

The good talent could make a good game and charge a reasonable amount of money up front.

Incentivised ads allow the developer to earn, while the gamer gets to play for free. Those who don't want ads can pay not to see them. Everyone wins.

Not true....sometimes the developer loses! I for one do positively despise any app saying that they are free and then ramming ads down my throat and/or telling me i can have an ad free version through an in app purchase.
I find this dishonest. I'd rather pay some money upfront not to have to deal with bloody ads. Freemium is nothing else but a leech model.

And yes, I am an app developer and I will never submit anyone to ads. Advertising is the festering sore in the view of the modern world......yuck!

I wish there was an option to search on the App Store for apps that have no ads, or for apps with no in app purchases.

Yes, that would be the best, or if not that, at least an "AD" label similar to the in-app purchase one. I don't think it's fair to make the ad supported versions compete on common ground (regarding the app store listings) with those with no ads and a higher price instead. Ad stickers would make the competition more fair and paid apps more competitive. We really need to let non-free apps be a good alternative for developers.

I guess this is good. Personally, I can't imagine chosing to view an ad in order to keep playing a game. I guess this must be an acceptable way for some to play games cheap? Who am I to judge? I've spent untold hours watching and listening to the most inane ads imaginable on TV and Radio (back when I didn't have another choice) And let me tell you, a lot of that music and TV was incredibly crappy in its own right... "Suh, Suh, Sudio..." argh, it's in my head again!

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"Nobody ever reads these things so I can write anything. I'd eat bananas every day if they were crunchy."

Not true....sometimes the developer loses! I for one do positively despise any app saying that they are free and then ramming ads down my throat and/or telling me i can have an ad free version through an in app purchase.
I find this dishonest. I'd rather pay some money upfront not to have to deal with bloody ads. Freemium is nothing else but a leech model.

And yes, I am an app developer and I will never submit anyone to ads. Advertising is the festering sore in the view of the modern world......yuck!

I am also an app developer. I would rather my apps be paid upfront as it is simpler and less work. But a free app allows more people to experience a game, and that is what the market has chosen. And ads, particularly incentivised ones, allow a developer to get their income from a wider proportion of their players, rather than concentrate it all on the small percentage who will buy IAP.

There is no dishonesty at all. Watching ads to get something free is common across many forms of media, and widely understood. TV, radio and websites all use adverts to allow them to operate without charging the customer, including the website you are viewing now: MacRumors.